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How to Scale Globally in Proptech: Insights from Archisketch’s Tech Session

Innovation in Proptech isn't just about the "tech"—it’s about how that technology solves the intricate pain points of market stakeholders. At Archisketch, we are committed to expanding the boundaries of the Proptech ecosystem by sharing high-level insights from global industry leaders.

On February 3, we sat down with Alex Dongho Choi, Director at Cupix, a global leader in 3D digital twin solutions for construction. Having navigated multiple global M&As (from Rapidform to Cupix), Director Choi shared his "battle-tested" strategies for breaking into international markets. Here is the breakdown.

1. Find Your "First Success Market" (Not Just Any Market)

A common trap for tech startups is falling in love with their own specs. Director Choi warns against obsessing over "how great the technology is" and instead asks: "Who values this enough to pay for it right now?"

In its early stages, Cupix saw massive success in Japan but struggled in the U.S. market. The reason? A cultural mismatch in product design.

• Japan: Preferred high-density, feature-rich manuals and complex interfaces.

• U.S.: Demanded a clear ROI and asked, "How many hours does this shave off my workflow?"

Cupix made a bold Pivot. They appointed a local U.S. Product Manager and redesigned the entire UI/UX to be intuitive and results-oriented. The result? They secured over 50% of the market share.

Key Lesson: Don't just export your product; localize the "philosophy" behind it to match the target region's business culture.

2. Sales Engine: Segmentation is the Key to Scaling

When entering a global market, your sales strategy must transition from "hustle" to a "system." Director Choi emphasized the importance of a specialized sales pipeline:

• Trust-Based Markets: In regions where relationships are everything, leverage local partners or established agencies to provide technical "social proof."

• Efficiency-Based Markets: In highly competitive markets, build a segmented engine:

  • SDR (Sales Development Reps): Generating leads and identifying opportunities.

  • AE (Account Executives): Closing the deals.

  • CSM (Customer Success Managers): Ensuring onboarding and long-term retention.

Revenue doesn't just come from the first sale; it comes from CSM proving continuous value, leading to renewals and expansion.

3. Adapt the "Skin," Keep the "Core"

Cupix originally targeted the general real estate market but realized the scalability was limited. They pivoted to Construction, where site data changes daily and requires frequent, high-value 3D captures.

The genius of their move? They kept their core 3D Reconstruction Algorithm (the tech) but changed the "Product Skin" (the application) to solve construction-specific problems. They bridged the knowledge gap by hiring top talent, allowing them to speak the "language of construction" overnight.

💡 Key Takeaways for Your Global Playbook

• Sell Outcomes, Not Specs: Your customers aren't buying a 3D scanner; they are buying "reduced downtime" and "zero construction errors."

• Systemize Your Sales: Move away from individual heroics and build a repeatable sales engine (SDR → AE → CSM).

• Acquire Local DNA: Hiring experts is the fastest way to absorb market nuances and customer pain points.

• Focus on Practical ROI: Global site managers open their wallets for tools that catch discrepancies between blueprints and reality—fast.

Archisketch: Your Global Proptech Insight Hub

Archisketch is more than a tool; we are a bridge for Proptech innovation. This session was part of our mission to help domestic and international firms navigate the complexities of the global market.

Cupix’s journey proves that Product-Market Fit (PMF) isn't just a technical checkbox—it’s a deep alignment with the target market's culture, buying process, and organizational DNA.